Ian Cowie was named Consumer Affairs Journalist of the Year in the
London Press Club Awards 2012. He has been head of personal finance at
Telegraph Media Group since 2008, having been personal finance editor
since 1989. He joined the paper in 1986. He is @iancowie on Twitter.

That’s a national scandal in what remains one of the wealthiest countries in the world. Most of the victims are pensiones. Far too many older people think they must choose between heating and eating when, in many cases, they are entitled to help from utility companies or the Government.

Energy companies are obliged to offer free loft or cavity wall insulation to “vulnerable” households – where members are on low incomes (usually less than £16,000) or claiming income-related pension or disability benefits.

The charity estimates that a total of £5.4bn in State benefits of all kinds remains unclaimed by older people every year. “I would rather be proud and poor than beg for money” is what many tell Age UK.

Many people of that generation would rather die on their feet than live on their knees. Some even fought a World War or two to prove it.

So let’s wish British Gas the best of luck in encouraging more people to get involved in ensuring proud pensioners do not suffer in silence and get the help they urgently need.